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In a city known for flashy advertising, financial services brand Hyundai Card chose the opening of a new subway line to launch a campaign based on subtlety and simplicity, and the Zen-like hoardings have entranced passers…

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South Korea employs a German-born TV celebrity to give the country an image overhaul, in Shanghai everyone starts “digging for China” and in Japan, scientists have pioneered a less gory method of conducting autopsies.

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It’s done a good job getting everyday essentials into our homes, hands and driveways but it would like to do so much more. Faced with stiff competition from China, South Korea sees a future for itself as a centre for hi…